Turning Customer Insight into Action
Gathering data is the easy part, but understanding how to use it to better serve your customers can be challenging.
During this 3-hour interactive virtual training, we’ll help you understand the basics of digital analytics and show you how to decipher the data to grow your business. We’ll use three well-known brands, Netflix, Amazon and Starbucks, as case studies for how you can provide the best experience for your customers.
This course is designed for marketers and analysts who are fairly new to digital analytics with one to three years of experience. It’s a great way to be grounded in the basics whether you are new to web analytics, new to web management, or just need to be sure that you are seeing the forest for the trees.
What’s Included
- 3 hours of live instruction (starting at 11 a.m. CDT)
- Interactive Q&A and hands-on exercises
- Resources, templates, tips and best practices
Member Price
$89
Non-Member Price
$109
After completing registration, you will receive a purchase receipt. We will email you the information for accessing this training closer to the event.
AMA Members Get Best Pricing and More
Not only do AMA members get discounts on trainings like this one, but they also receive exclusive content, downloadable tools, unlimited digital access to AMA academic journals and newly added benefits every week. It’s all for a low price of $149/year. (That’s only $12.42/month.)
Key Takeaways
- Understand how to critically examine the fundamentals of analytics
- Learn to obtain business value from web analytics
- Gain the skills to effectively communicate analytical data
- Understand how to properly measure and report campaign KPIs
Instructor
Sterling McKinley
Sterling McKinley is a windowpane-suit-wearing, author, keynote speaker and instructor who specializes in digital marketing and brand strategies. With more than a decade of experience working on projects with the Department of Defense, Bridgestone Golf and
Sprint, his firm, McKinley Media, provides digital marketing, social media and branding strategies.
His writing and presentations are the perfect blend of useful, simple, practical and relatable advice. His goal is to help brands become more human while building stronger connections with their customers. Sterling lives outside of Washington, D.C. with his wife and son.
AMA Event Policies
Monday, August 24 (All Times are CDT)
- Overview and define analytics, big data and related technologies and how businesses can leverage analytics to fuel business growth.
- Activity: Watch The Great Hack trailer
- Group discussion
- Activity: Watch How Netflix Changed TV
- Examine how Netflix uses analytics to recommend shows
- Group Activity: We will collectively create a TV show idea by having each attendee complete an interactive questionnaire.
- Group Discussion: Review the results of the group activity and discuss how to effectively apply similar analytical principles to your business. (10 minutes)
- Activity: How Amazon became the world’s most valuable company
- Examine how Amazon uses analytics to recommend products
- Group Activity: We will collectively create a product by having each attendee complete an interactive questionnaire.
- Group Discussion: Review the results of the group activity and discuss how to effectively apply similar analytical principles to your business.
- Activity: How Starbucks Became an $80B Business
- Examine how Starbucks uses analytics to personalize the customer experience
- Group Activity: We will collectively create the perfect latte by having each attendee complete an interactive questionnaire.
- Group Discussion: Review the results of the group activity and discuss how to effectively apply similar analytical principles to your business.